Phocuswright's European Consumer Travel Report Third Edition explores consumer travel trends in three major European markets: France, Germany and the U.K. The study outlines year-over-year changes across a comprehensive range of travel metrics, including leisure travel incidence, trip frequency and duration, travel expenditure, international travel and travel product purchases. Analysis covers the use of online and offline channels during three isolated stages of the travel planning process – destination selection, shopping and booking – and provides an in-depth look at travel-related engagement via the mobile Web and social networks.
Key topics include:
- Year-over-year trends in baseline travel metrics such as incidence of travel, travel expenditure, frequency and duration of trips, international travel and travel party composition
- Consumption trends within major travel segments (lodging, air, rail), as well as car rental, packaged holidays, cruise and destination activities
- Analysis of 2012 destination types (i.e., independent destination selection, visiting friends and relatives, attending social events, etc.), as well as an in-depth look at the sources of information travelers use to support their destination decisions, and online behavior within this initial phase of travel planning
- Online shopping trends, the reasons shoppers choose specific travel websites and the types of features travelers value during online shopping
- Online/offline booking trends by market, as well as online booking trends across key travel products including lodging, air and rail
- Key mobile trends, including mobile Web penetration and frequency of mobile Web use, current engagement and future interest in travel-related mobile Web functionality
- Participation in social networks, methods for sharing travel-related experiences and activities conducted through online social networks
Phocuswright's European Consumer Travel Report Third Edition presents a robust picture of consumer travel trends in three key countries, so that travel companies can best position themselves in these complex and challenging markets.
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- Overview, Methodology and Research Highlights
- Research Highlights
- Traveler population holds steady
- Lack of funds is the top reason for staying home in 2012
- Travelers in France and the U.K. took more trips, but each market made them a bit shorter
- European consumers most often dedicate 2-5% of their income for holidays
- “True” holidays give way to visiting friends and relatives
- Bump in VFR drives drop in hotel consumption
- Online travel shoppers concentrate on fewer websites
- OTAs and traveler review sites gain as general search recedes
- Favorite online shopping features vary by market
- More online lookers are becoming bookers
- Mobile web expands in both reach and frequency of usage
- Mobile showing promise as a booking channel
- Social network participation still expanding in France and Germany, flat in U.K.
- General Travel Behavior
- Overall Travel Incidence
- Quick Stats:
- Trip Frequency
- Trip Duration
- Travel Spend
- Other General Travel Behaviors
- International Travel
- Travel Party Composition
- Travel Component Incidence and Intentions
- Lodging and Air Travel Incidence
- Types of Lodging
- Destination Selection
- Quick Stats:
- The Planning Process
- Travel Shopping
- The Booking Phase
- Online vs. Offline Booking
- Component Channel Booking Behavior
- Mobile Devices
- Quick Stats:
- Mobile Phone Activities
- Sharing and Social Networks
- Demographical Information
Phocuswright fielded an online consumer survey June 1 – June 6, 2012 through Global Market Insite, Inc., targeting the general French, German and U.K. population that has Internet access and travels for leisure.
To qualify for participation in the study, respondents had to indicate that they had taken at least one overnight leisure trip in the past 12 months that included paid accommodations at least 100 kilometers from home, air travel and/or rail travel. An additional screener required consumers to have played an active role in planning their leisure trips. Respondents who qualified are referred to as "French/German/U.K. travelers." Paid accommodations include hotels and other nightly priced lodging products, as well as timeshares and vacation rentals. The term "lodging" is used in this report to refer to the broad range of paid accommodations.
Phocuswright received 2,614 qualified responses (France 878, Germany 892, U.K. 844) and the respondent pool can be projected with confidence to the adult population with Internet access. Travel incidence levels were calculated based on the responses of 5,749 adults. The error interval for analysis of the traveler population within each individual country is +/-3.4% for France and the U.K. and +/-3.3 for Germany at a 95% confidence level. Significant differences noted in this report were identified at a 95% confidence level.
Based on data from the U.S. Census Bureau International Data Base and Eurostat, Phocuswright projects the number of adults with Internet access who have taken at least one leisure trip (as previously defined) to be 22 million in France, 31 million in Germany and 27 million in the U.K. in 2012. As ECTR focuses on travel planning, respondents were required to have played an active role in planning their trips, which disqualified 16% of the total traveler group. These consumers who traveled but did not plan their trips were counted in the traveler incidence calculation, but are not included in any subsequent analysis.